IV. Подберите определение для каждого термина:

1. public relations	a) news media and agencies collectively, esp. newspapers
2. reporter	b) relating to people as a whole
3. journalism	c) a person who is employed to gather news for a newspaper, news agency, or broadcasting organization
4. public	d) the practice of creating a favorable image among the public towards an institution, public body, etc.
5. press	e) the profession of reporting about photographing or editing new stories for one of the mass media

V. Укажите верный ответ согласно тексту:

1. What was one of the first enterprises that sought favorable publicity?

a) engineering plants b) coal mines c) railroads d) automobile plants

2. Who organized the first PR firms?

a) Edward B. Benays b) Ivy L. Lee c) Walter Lippmann d) Charlie Chaplin

3. Where was the first school PRs established?

a) in Boston b) in Dnever c) in New York City d) in Washington

4. What were the main functions of the committee on Public Information?

a) to discuss global problems b) to inform people about the life of film celebrities

c) to mobilize public support for the war d) to retell about interesting events happening in the world

5. Who headed the Committee on Public Information?

a) Woodrow Wilson b) George Creel c) Ivy L. Lee d) Mary Pickford

Text e Yellow journalism

I. Прочтите текст и укажите, какие утверждения соответствуют тексту т (True), а какие нет – f (False):

1. Richard F. Outcault first drew his comic pictures for the Journal.

2. The owner of the New York World was Hearst.

3. The distinctive features of yellow journalism are sensational and scandalous news coverage, the use of drawings and the inclusion of comic strips.

4. Some techniques of the yellow-journalism period are successfully used nowadays.

5. The term “yellow journalism” can be applied to New York City newspapers only.

Yellow journalism is the use of shocking features and sensationalized news in newspaper publishing to attract readers and increase circulation. The phrase was coined in the 1890s to describe the tactics employed in furious competition between two New York City newspapers, the World and the Journal. The term itself derived from the phrase Yellow Kid journalism, referring to the Yellow Kid, a cartoon (1895) in the New York World, a newspaper having a reputation for sensationalism.

Joseph Pulitzer had purchased the New York World in 1883 and, using colorful, sensational reporting and campaigns against political corruption and social injustice, had won the largest newspaper circulation in the country. His supremacy was challenged in 1895, when William Randolph Hearst, the son of a California mining industrialist, moved into New York City and bought the rival Journal. Hearst, who has already built the San Francisco Examiner into a hugely successful, mass-circulation paper, soon made it plain that he intended to do the same in New York City by outdoing his competitors in sensationalism, crusades and Sunday features. He brought some of his staff from San Francisco and hired some away from Pulitzer’s paper, including Richard F. Outcault, a cartoonist who had drawn an immensely popular comic picture series, “The Yellow Kid,” for the Sunday World. After Outcault’s defection, the comic was drawn for the World by George B. Lucks, and the two rival picture series excited so much attention that the competition between the two newspapers came to be described as “yellow journalism.” This rivalry and its accompanying promotion developed large circulations for both papers and affected American journalism in many cities.

The era of yellow journalism may be said to have ended shortly after the turn of the century, with the World’s gradual retirement from the competition in sensationalism. Some techniques of the yellow-journalism period, however, became more or less permanent and widespread, such as banner headlines, colored comics, and copious illustration.